Instagram continues to lead as the fastest-growing platform on social media. The visually-engaging platform is a prime opportunity for companies and brands to connect with the next generation of buyers, especially through the use of influencer marketing. This session provides an in-depth look into building an Instagram following and steps companies can take to build strategic partnerships with influencers and brand ambassadors.

1. Hosted by National MI
Meme, Myself & I:
Taking Instagram to the Next Level

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7. This Month in M3...
Interview with David Hrobon
President of Wintrust Mortgage

8. Introduction
Storytelling Your
Brand
Elements to a Stand
Out Profile
Partnership Building &
Influencer Marketing

9. Meme Culture
BUT FIRST

10. Meme: an idea, behavior, or style that spreads
from person to person within a culture—often with
the aim of conveying a particular phenomenon,
theme, or meaning represented by the meme.

11. Internet Meme: a subset of memes specific to the
culture and environment of the Internet.

14. Know the culture of your platform!
(also, it’s just fun)

15. Introduction
Section 01

16. Instagram has 58 times more engagement
per follower than Facebook
Source: “Why Brands Should Embrace Instagram Instead of Facebook”, ECommerce CEO, 2018

17. 25.2 percent of 25-34 year
olds use Instagram.
This is the largest user
demographic group
Source: “Distribution of Instagram users in the United States as of November 2018, by age group”, Statista

18. 55 of the most popular and
active brands on Instagram,
post 1.5 times per day, on
average

19. Instagram Pages That Work

20. 1. Design-Based
All about the visuals
Established look
Appeals to design lovers

21. 2. Educational
Trends & tips
Useful information
Homebuyer education

22. 3. Humorous (Memes!)
Funny content
Industry jokes
Showcases personality

23. 4. Personal Brand
Showcases your expertise
Mix of professional & personal
Most marketable!

25. All of us need to understand the
importance of branding. We are CEOs of our
own companies: Me Inc. To be in business
today, our most important job is to be head
marketer for the brand called You.
- Tom Peters

26. Elements to a Stand-Out Profile
Section 02

27. Easy-to-find profile name
● Your name (if available)
● Include title (i.e. loan officer,
realtor)
● Unique yet memorable

28. Personal hashtag
● Add to profile and all posts
● Makes your posts more
searchable
● Branding call card
(i.e. #loansbySarahV )

29. Clear who you are &
what you do
● People should look at your
profile and immediately
know your trade and
location
● What your profile
description says = type of
content you’ll post

30. Clean & professional looking
● Quality photos
● Consistency:
○ officially post 3x a week
minimum
○ post daily stories
● High engagement with
followers
○ respond to comments

31. Instagram Stories
● Length: 15 seconds max
(as of Dec 2018)
● Audience: Millennials and
Gen Z
● Vibe: Casual, authentic,
showcase personality

32. Active posting on Stories
● Tip-of-the-day
● Any stand out moments
from the day
● Daily routine

33. IG Stories How-To
1. Tap in the top left of your screen or swipe right from anywhere in feed.
2. Tap at the bottom of the screen to take a photo, or tap and hold to record a
video. To choose a photo from your phone's library or gallery, swipe up
anywhere on the screen.
3. Tap , or to draw, add text or a sticker to your photo or video. To
remove text or a sticker, drag and drop it on at the bottom of the screen.
4. Swipe up on the screen to tag a location, other Instagram account or hashtag as
well as fun features like stickers and polls to add to your story.
5. When you're ready to share, tap Your Story in the bottom left.

34. Add stories to “Highlights”
on profile page
● Create different categories
● Design a cover image
● Offers snapshot of your
content for new visitors

35. IGTV
● Length: 15 sec - 10 min
● Audience: Millennials and
Gen Z
● Vibe: Mobile friendly
(vertical format only),
authentic, more staged
than stories
Bonus feature to
create and host video
content

36. IGTV
● Personal stories
○ Upload podcasts, vlogs
● Educational content
○ How-to’s (i.e. how to
apply for a loan)
● Product / Service
launches

37. Instagram Live
● Live broadcast up to 1 hr
○ suggest less than 30min
● Audience: Millennials and
Gen Z
● Vibe: Eventful, “don’t want
to miss it” (i.e. Kavanaugh
hearings, iPhone reveal)

38. Instagram Live
● More hype
○ Events or award ceremony
○ Important announcements
● Less hype
○ Guest interviews
○ Webinar

39. Storytelling Your Brand
Section 03

40. What is your story?

41. Choose a Theme:
Why do you do what you do?
● Passionate
● Family history
● Career change
● Community leader
● Entrepreneurship

42. What are your goals?
● Professional?
● Personal?

43. How are you impacting the
community?
● Supporting diversity
● Financial literacy advocate
● Influencer for business
growth

44. What is your day-to-day like?
● Rituals for success
● Leadership tips
● Staying on top of trends

45. What are your customers’ success stories?

46. Success Stories
● First-time homebuyer
● Repeat buyer
● Career relocation
● First-generation buyer

47. Q&A or FAQ’s
● Livestream a Q&A session
on Instagram Live
● Answer frequently asked
questions via IGTV, video or
graphic posts

48. What are your colleagues’ stories?

49. Collaborate & Support
Tag in featured posts
● Agents and referral partners
● Community partners
● Financial partners

50. Partnership Building &
Influencer Marketing
Section 04

51. Let Your Needs Determine Type of Partner

52. What are you lacking?
● Visual content & creative expertise
○ Seek out photographers,
videographers, copy editors
● Quality stories
○ Seek out customers, professional
network, industry experts
● Brand awareness
○ Seek out influencers - people who are
already in front of your target audience

53. Let Audience Needs Guide the Type of Content

54. What will attract your audience?
● Engaging, visual content
● Educational tips & information
● Community platform for connecting
online
● Resources and referrals

55. Find a Partner Who Meets Both You and Your
Audience’s Needs

56. ● Go for micro-influencers to start
(less than 100k followers)
● Focus more on influencers with
high engagement vs high numbers
● Choose based on location, age
group, cultural relevance, audience
access
What to look for

57. Build a Campaign Together

58. ● Identify goals:
○ Driving traffic to website
○ More followers on your page
○ Lead conversions
○ Target audience group (i.e. Millennial women)
● Set a timeline: short term vs long term
● Choose a budget: retainer fee vs per
post fee
● Co-create a content plan and strategy
Be transparent & collaborative

59. Use Analytics to Determine Next Steps

60. ● Was the campaign effective in reaching
your goal?
● How was the content received?
● How well did you communicate with
your influencer?
● Future plans to work together?
○ Increase budget to include more content if
campaign was successful
○ Plan an in-person event i.e. financial literacy
workshop
Use data & customer feedback

61. Savvy Apps for Content
Creation

62. Unfold
Minimal layouts & templates
for posts and stories

63. Snapseed
Pro-level mobile photo editing

64. A Color Story
Fun video and photo editing
to make images stand out

65. In summary...
● Instagram is a platform necessary for building a strong online
personal brand
● A stand-out profile is clear, consistent and features engaging
content
● Inspiration for stories can come from yourself, your customers
and/or colleagues
● Influencers provide resources and access to reach new markets

66. Questions?

67. Access free resources at
www.culturaloutreach.com

68. Subscribe to our YouTube page!
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69. Follow us on Instagram:
@CulturalOutreach

70. Access free resources at
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71. Subscribe to our M3 Newsletter!

72. culturaloutreach.com
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